L'Oreal Paris Preference Hair Colour - 5 Bruges (Brown)
L'Oréal Paris Préférence gives you bold, luminous colour full of reflects, that lasts up to 8 weeks. 100% Grey Coverage. Discover the unique shades of Préférence with light-reflecing dyes for a more luminous colour. The translucent gel formula, associated with the new shine oil, gives your hair a colour with luminous reflects and intensifies the natural nuances of your hair colour. The Shine Protect Conditioner is enriched with a UV filter and Vitamin E to preserve your shine for up to 8 weeks of radiant colour.
L'Oréal Paris Préférence gives you bold, luminous colour full of reflects, that lasts up to 8 weeks. 100% Grey Coverage. Discover the unique shades of Préférence with light-reflecing dyes for a more luminous colour. The translucent gel formula, associated with the new shine oil, gives your hair a colour with luminous reflects and intensifies the natural nuances of your hair colour. The Shine Protect Conditioner is enriched with a UV filter and Vitamin E to preserve your shine for up to 8 weeks of radiant colour.
L'Oréal Paris Préférence gives you bold, luminous colour full of reflects, that lasts up to 8 weeks. 100% Grey Coverage. Discover the unique shades of Préférence with light-reflecing dyes for a more luminous colour. The translucent gel formula, associated with the new shine oil, gives your hair a colour with luminous reflects and intensifies the natural nuances of your hair colour. The Shine Protect Conditioner is enriched with a UV filter and Vitamin E to preserve your shine for up to 8 weeks of radiant colour.
L'Oréal Paris Préférence gives you bold, luminous colour full of reflects, that lasts up to 8 weeks. 100% Grey Coverage. Discover the unique shades of Préférence with light-reflecing dyes for a more luminous colour. The translucent gel formula, associated with the new shine oil, gives your hair a colour with luminous reflects and intensifies the natural nuances of your hair colour. The Shine Protect Conditioner is enriched with a UV filter and Vitamin E to preserve your shine for up to 8 weeks of radiant colour.
in 24 offers
The lowest price for L'Oreal Paris Preference Hair Colour - 5 Bruges (Brown) right now is $14.49 at BIG W, compared across 15 retailers.
The all-time low was $12.34 on 9 Jan 2026 — today's price is 17% above the lowest ever. That's a little above the best price we've seen.
Prices last updated 29 June 2026.
Last updated at 29/06/2026 06:45:10
L'Oreal Paris Preference Hair Colour - 5 Bruges (Brown)
Next-day delivery $12
L'Oréal Paris Préférence Permanent Hair Colour - 5 Light Brown
Delivery by Wed $9.95
L'Oreal Paris Preference Hair Colour 5 Light Brown each
30-day returns
L'Oreal Paris Preference Permanent Hair Colour - 5 Bruges (Brown)
Delivery $10.99
L'Oreal Paris Preference Permanent Hair Colour - 5 Bruges (Brown)
14-day returns
L'Oreal Paris Preference Permanent Hair Colour - 5 Bruges (Brown)
Delivery $10.99
L'Oreal Paris Preference Permanent Hair Colour - 5 Bruges (Brown)
14-day returns
L'Oreal Paris Preference Permanent Hair Colour - 5 Bruges (Brown)
Delivery $10.99
Loreal Preference 5 Natural Brown
Delivery between 2–6 July $10
L'Oreal Paris Preference 5 Natural Brown
Delivery $10.99
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originally posted on loreal-paris.co.uk
This is honestly the worst dye I have ever tried. My hair was a light blonde with some yellow tones after bleaching and all I wanted was to make my hair all one colour. My hair now has a strong purple tint and is a weird dark colour. i wanted a lightish blonde still but this has completely destroyed all progress I had made lightening my hair. It looks completely different from the picture, there is not even one similarity. I also tried the excellence range and it was rubbish as well. Avoid at ALL costs. I followed directions and left on for 30 minutes and it still tuned out wrong. The smell was horrific and brought tears to my eyes
originally posted on superdrug.com
I'm a loyal fan of Preference. Leaves a great colour and condition. I wanted to even up my colour between golden a mid section to ends and mainly white/grey 3cm roots, to an all over Ashy Blonde. I read the detailed instructions and outcome on the Superdrug website and chose 10.1 Very Very Light Ash Blonde for click & collect. It says online 100% grey coverage - hold that thought!! Admittedly I should have read the back of the packaging when I received it but having already read it on the website I did think to do it again But I followed the application info & timings. However my hair did not turn out anywhere near the colours on the box, but mainly bright white/grey with some odd gold strands. I then discovered that the product advertised online must have been ... MoreI'm a loyal fan of Preference. Leaves a great colour and condition. I wanted to even up my colour between golden a mid section to ends and mainly white/grey 3cm roots, to an all over Ashy Blonde. I read the detailed instructions and outcome on the Superdrug website and chose 10.1 Very Very Light Ash Blonde for click & collect. It says online 100% grey coverage - hold that thought!! Admittedly I should have read the back of the packaging when I received it but having already read it on the website I did think to do it again But I followed the application info & timings. However my hair did not turn out anywhere near the colours on the box, but mainly bright white/grey with some odd gold strands. I then discovered that the product advertised online must have been changed to a new formula. The actual packaging is a completely different design to that pictured online - Beware. And the new packaging says NOT suitable if you have a lot of GREY hair! I'll need to use a Toner to correct it (which I will probably buy elsewhere) having felt a little let down. Lesson is - check packaging before you use. But Superdrug please ensure your product information and illustrations are up to date - it really helps customers when buying online. I recommend the brand but don't trust online descriptions. Take the time to go in to store to do your research if at all possible. Photos show actual package design & advertised colour with new info on back and the finished colour on my hair. I expect some variant but you can see it's no match to the picture. But hair wasn't damaged at all, still feels in good condition.
originally posted on boots.com
So I dyed my dark blonde/light brown hair using this dye (Preference Platinum Extreme Platinum Blonde Permanent Hair Dye) and was left with yellow roots. I did a lot of research on the reviews section to see what would fix this and people said use Jerome Russel silver toner and not the white toner as the silver would sort out the yellow roots. So I put this on my roots and a little bit transferred to some of my already white hair. The result was the most minimal of change on my roots and I was left with some purple hair on the original white hair. So I was basically left with a combination of yellow hair, then purple hair, then white hair. I then tried my (salon bought) revlon ice white leave in conditioner and thankfully the purple hair went silver. I was informed ... MoreSo I dyed my dark blonde/light brown hair using this dye (Preference Platinum Extreme Platinum Blonde Permanent Hair Dye) and was left with yellow roots. I did a lot of research on the reviews section to see what would fix this and people said use Jerome Russel silver toner and not the white toner as the silver would sort out the yellow roots. So I put this on my roots and a little bit transferred to some of my already white hair. The result was the most minimal of change on my roots and I was left with some purple hair on the original white hair. So I was basically left with a combination of yellow hair, then purple hair, then white hair. I then tried my (salon bought) revlon ice white leave in conditioner and thankfully the purple hair went silver. I was informed to try wash any possible trace of bleach out of my hair as apparently toners won't work in the hair very well because of it. So 2 days later I tried this toner on my yellow roots (bleach London white toner) and unfortunately again minimal change and my scalp has scabbed over. I recommend if you have yellow roots in your hair, don't use a toner, wait another 2 weeks and bleach your roots again and that will do the job. Toners are too harsh on the head and unfortunately unless you have naturally light hair to begin with, they don't work work sufficiently
| Warnings | |
| Important Information | AN ALLERGY ALERT TEST MUST BE DONE 48 HOURS BEFORE EACH USE OF THIS PRODUCT |
| Ingredients | |
| Ingredients | 1206361, Colourant Gel: Aqua /Water , Trideceth-2 Carboxamidemea , Propylene Glycol , Hexylene Glycol , Peg-2 Oleamine , Polyglyceryl-4 Oleyl Ether , Oleyl Alcohol , Alcohol Denat. , Ammoniumhydroxide , Polyglyceryl-2 Oleyl Ether , Oleic Acid , Sodium Di Please be aware that ingredient lists for the products of our brand are updated regularly. Please refer to the ingredient list on your product package for the most up to date list of ingredients to ensure it is suitable to your personal use. |
L'Oreal Paris Preference Hair Colour - 5 Bruges (Brown)
Next-day delivery $12
L'Oréal Paris Préférence Permanent Hair Colour - 5 Light Brown
Delivery by Wed $9.95
L'Oreal Paris Preference Hair Colour 5 Light Brown each
30-day returns
L'Oreal Paris Preference Permanent Hair Colour - 5 Bruges (Brown)
Delivery $10.99
L'Oreal Paris Preference Permanent Hair Colour - 5 Bruges (Brown)
14-day returns
This is honestly the worst dye I have ever tried. My hair was a light blonde with some yellow tones after bleaching and all I wanted was to make my hair all one colour. My hair now has a strong purple tint and is a weird dark colour. i wanted a lightish blonde still but this has completely destroyed all progress I had made lightening my hair. It looks completely different from the picture, there is not even one similarity. I also tried the excellence range and it was rubbish as well. Avoid at ALL costs. I followed directions and left on for 30 minutes and it still tuned out wrong. The smell was horrific and brought tears to my eyes
I'm a loyal fan of Preference. Leaves a great colour and condition. I wanted to even up my colour between golden a mid section to ends and mainly white/grey 3cm roots, to an all over Ashy Blonde. I read the detailed instructions and outcome on the Superdrug website and chose 10.1 Very Very Light Ash Blonde for click & collect. It says online 100% grey coverage - hold that thought!! Admittedly I should have read the back of the packaging when I received it but having already read it on the website I did think to do it again But I followed the application info & timings. However my hair did not turn out anywhere near the colours on the box, but mainly bright white/grey with some odd gold strands. I then discovered that the product advertised online must have been ... MoreI'm a loyal fan of Preference. Leaves a great colour and condition. I wanted to even up my colour between golden a mid section to ends and mainly white/grey 3cm roots, to an all over Ashy Blonde. I read the detailed instructions and outcome on the Superdrug website and chose 10.1 Very Very Light Ash Blonde for click & collect. It says online 100% grey coverage - hold that thought!! Admittedly I should have read the back of the packaging when I received it but having already read it on the website I did think to do it again But I followed the application info & timings. However my hair did not turn out anywhere near the colours on the box, but mainly bright white/grey with some odd gold strands. I then discovered that the product advertised online must have been changed to a new formula. The actual packaging is a completely different design to that pictured online - Beware. And the new packaging says NOT suitable if you have a lot of GREY hair! I'll need to use a Toner to correct it (which I will probably buy elsewhere) having felt a little let down. Lesson is - check packaging before you use. But Superdrug please ensure your product information and illustrations are up to date - it really helps customers when buying online. I recommend the brand but don't trust online descriptions. Take the time to go in to store to do your research if at all possible. Photos show actual package design & advertised colour with new info on back and the finished colour on my hair. I expect some variant but you can see it's no match to the picture. But hair wasn't damaged at all, still feels in good condition.
So I dyed my dark blonde/light brown hair using this dye (Preference Platinum Extreme Platinum Blonde Permanent Hair Dye) and was left with yellow roots. I did a lot of research on the reviews section to see what would fix this and people said use Jerome Russel silver toner and not the white toner as the silver would sort out the yellow roots. So I put this on my roots and a little bit transferred to some of my already white hair. The result was the most minimal of change on my roots and I was left with some purple hair on the original white hair. So I was basically left with a combination of yellow hair, then purple hair, then white hair. I then tried my (salon bought) revlon ice white leave in conditioner and thankfully the purple hair went silver. I was informed ... MoreSo I dyed my dark blonde/light brown hair using this dye (Preference Platinum Extreme Platinum Blonde Permanent Hair Dye) and was left with yellow roots. I did a lot of research on the reviews section to see what would fix this and people said use Jerome Russel silver toner and not the white toner as the silver would sort out the yellow roots. So I put this on my roots and a little bit transferred to some of my already white hair. The result was the most minimal of change on my roots and I was left with some purple hair on the original white hair. So I was basically left with a combination of yellow hair, then purple hair, then white hair. I then tried my (salon bought) revlon ice white leave in conditioner and thankfully the purple hair went silver. I was informed to try wash any possible trace of bleach out of my hair as apparently toners won't work in the hair very well because of it. So 2 days later I tried this toner on my yellow roots (bleach London white toner) and unfortunately again minimal change and my scalp has scabbed over. I recommend if you have yellow roots in your hair, don't use a toner, wait another 2 weeks and bleach your roots again and that will do the job. Toners are too harsh on the head and unfortunately unless you have naturally light hair to begin with, they don't work work sufficiently
I've been using L'Oreal Preference hair colours for many years now after seeing the results on a friend of mine and loving the many highlights in her hair. I switched from my previous hair colour to L'Oreal Preference and never looked back. Helsinki 10.1 is my current favourite colour. I'm naturally medium (summer) to dark blonde (winter) and with Helsinki 10.1 I achieve a bright, vibrant light blonde that's not yellow and full of natural highlights. It's not as light as in the picture but pretty close. I guess it always depends on with what kind of colour you're starting the process. I can't echo any of the comments that mention the hair getting all grey after usage or not covering greys. Again, I think it depends on your own hair colour, and if you're naturally ... MoreI've been using L'Oreal Preference hair colours for many years now after seeing the results on a friend of mine and loving the many highlights in her hair. I switched from my previous hair colour to L'Oreal Preference and never looked back. Helsinki 10.1 is my current favourite colour. I'm naturally medium (summer) to dark blonde (winter) and with Helsinki 10.1 I achieve a bright, vibrant light blonde that's not yellow and full of natural highlights. It's not as light as in the picture but pretty close. I guess it always depends on with what kind of colour you're starting the process. I can't echo any of the comments that mention the hair getting all grey after usage or not covering greys. Again, I think it depends on your own hair colour, and if you're naturally blonde, like I am, then you can achieve wonderful results. Definitely a thumbs up from me!
My normal hair is dark blonde but now going a bit grey and white/grey round my face. I normally buy Stockholm 10.21 or Helsinki 10.1 (or their earlier names both of which have worked well for at least 20 years) and the sides blend in quite nicely although much blonder. However I wanted to go a shade darker as in the summer the sun bleaches it too much leaving my hair very blonde. I tried 9.12 Siberia and what a nightmare. The pack included a anti-brassiness purple mask tube which was very dark purple to be applied straight after rinsing out the dye (unlike the usual pale mauve conditioner for between shampoos in the other numbers mentioned) this was thick & purple. All my hair came out dark grey with the hair around my face being dark blue! I shampooed it four times ... MoreMy normal hair is dark blonde but now going a bit grey and white/grey round my face. I normally buy Stockholm 10.21 or Helsinki 10.1 (or their earlier names both of which have worked well for at least 20 years) and the sides blend in quite nicely although much blonder. However I wanted to go a shade darker as in the summer the sun bleaches it too much leaving my hair very blonde. I tried 9.12 Siberia and what a nightmare. The pack included a anti-brassiness purple mask tube which was very dark purple to be applied straight after rinsing out the dye (unlike the usual pale mauve conditioner for between shampoos in the other numbers mentioned) this was thick & purple. All my hair came out dark grey with the hair around my face being dark blue! I shampooed it four times that same day and each day afterwards before I would even go out of the door! Eventually over 4/5 weeks time it all washed out and as I had bought the double pack I tried again without using the purple anti-brassy mask having assumed this was what had caused the blue. I was wrong. All my hair was grey with the blue once again framing face although not as deep in colour. I again had to wash it umpteen times. Please DO NOT use 9.12 Siberia if your hair is similar to my description above. I have never had problems with L'Oreal products and will continue to use my original choices but L'Oreal really do need to make it clear on their packaging that this particular shade is not suitable for those with natural hair colouring as described above.
As a natural blonde, trying to find the right shade to lighten my darker roots can be difficult. I’ve used multiple products over the past few years but LOreal - Preference has still remained one of my favourites.Therefore it came as a surprise that the LOreal - Preference 11.21 Ultra Light Very Very Light Pearl Blonde put a complete downer on expectations.Of course , I’m sure that most people who have tried using the LOreal - Preference range for a certain hair colour can agree that trying to find the right shade is tricky. The colours rarely match the promotional pictures and seeming “ results” on the packaging and the actual shade can appear completely different to expectations also.Similar to a lot of people trying to find their right colour, I decided to ... MoreAs a natural blonde, trying to find the right shade to lighten my darker roots can be difficult. I’ve used multiple products over the past few years but LOreal - Preference has still remained one of my favourites.Therefore it came as a surprise that the LOreal - Preference 11.21 Ultra Light Very Very Light Pearl Blonde put a complete downer on expectations.Of course , I’m sure that most people who have tried using the LOreal - Preference range for a certain hair colour can agree that trying to find the right shade is tricky. The colours rarely match the promotional pictures and seeming “ results” on the packaging and the actual shade can appear completely different to expectations also.Similar to a lot of people trying to find their right colour, I decided to buy the Pearl Blonde shade with some hope of trying to lighten my hair during the summer months. However, the colour was completely different to the packaging. Despite marketing itself as one of the “ lightest” dyes in the Preference range, the colour was oddly dark- verging upon a darker ash blonde that the seeming pearl tones shown in the promotional pictures.I can’t deny that the coverage was decent enough and even considering the colour tone did present a natural-finish. On the other hand, I believe that the promotional packaging and images for this dye need to be updated as the finish is completely misleading from how it appears in reality.
I am a natural level 8 with cool tones. My hair is straight , healthy with some grown out highlights (1/2 head done 6 months ago). My hair naturally throws warm-ish tones when highlighted and certainly if using a box dye beyond level 9. I was looking for a level 9 colour to apply on the roots and blend in with the highlights, that would keep my natural cool tones. I tried 9.1 Viking blonde before, it's good but still a bit warm for my hair. I applied to the roots first, left for 25 minutes, then I applied the rest of the colour to the lengths and left on for 5 minutes. Rinsed off and applied the mask. This 9.12 is perfect on me.. it coloured the roots to a beautiful cool light blonde very much like the colour of the box model. Word of caution: this is a very cool ... MoreI am a natural level 8 with cool tones. My hair is straight , healthy with some grown out highlights (1/2 head done 6 months ago). My hair naturally throws warm-ish tones when highlighted and certainly if using a box dye beyond level 9. I was looking for a level 9 colour to apply on the roots and blend in with the highlights, that would keep my natural cool tones. I tried 9.1 Viking blonde before, it's good but still a bit warm for my hair. I applied to the roots first, left for 25 minutes, then I applied the rest of the colour to the lengths and left on for 5 minutes. Rinsed off and applied the mask. This 9.12 is perfect on me.. it coloured the roots to a beautiful cool light blonde very much like the colour of the box model. Word of caution: this is a very cool blonde, 9.12 means level 9 with 1 (ash i.e. blue) and 2 (i.e. purple) undertones. If your hair has any yellow tones and is porous (bleached, dyed, highlighted) at all this will potentially turn it green or mucky grey. Try on a hidden lock before committing to the full head. Also.. the mask is a very dark purple, almost Blue. Be very careful if applying it to porous highlighted hair as it can give a green tinge.
I applied 2 boxes and was hoping for the best, Every time i dye my hair my roots never seem to match the rest of my hair and is patchy in places which i absolutely hate. I dyed my hair last week and the results are perfect I have the same colour through my hair from root to tip, there are no patches or greys, it looks amazing. Of course hair came out while washing and still does because of previous dyes including bleach and left my hair weak. I wouldnt blame it on this hair dye though. I am happy with my very dark hair that looks glossy and vibrant. I have recently switched to loreal dream lengths shampoo and conditioner and hair cut cream and i can honestly say it is amazing. Especially when i normally spend alot of money on professional products.
Finally a Rose Gold shade that works on medium/dark brown original hair colour without having to go blonde / yellow first! Very happy! This product is unique in the new rose gold range. My original hair tone is very ashy dark brown. I colour it a bit lighter to add shine, colour and brightness. I do not have much grey hair yet. My skin tone is cool and it is has been difficult to find the right colour previously. This one turned out really nicely and the purple neutralized any brassiness. Result is medium brown with rose gold shine.
First, I touch up my dye every few months and have used pretty much every brand/colour out there - and only feel the need to warn people about this oneThe gloves first of all are the worst I have ever seen, tore immediately so only fingers left coveredThe smell - I know this isn’t ammonia free but even for ammonia this was almost unbearable definitely do not recommend unless in an extremely well ventilated roomI’ve never known a due to drip so badly. It’s a good thing I’m not attached to the bathroom tile or renting because it’s like a massacre using this.Lastly it does not come off skin. I mean I used nail polish remover and still can’t get it off. It’ll be long sleeves and hair down for me for a while now or it looks like I’ve been beaten.Colour is just ... MoreFirst, I touch up my dye every few months and have used pretty much every brand/colour out there - and only feel the need to warn people about this oneThe gloves first of all are the worst I have ever seen, tore immediately so only fingers left coveredThe smell - I know this isn’t ammonia free but even for ammonia this was almost unbearable definitely do not recommend unless in an extremely well ventilated roomI’ve never known a due to drip so badly. It’s a good thing I’m not attached to the bathroom tile or renting because it’s like a massacre using this.Lastly it does not come off skin. I mean I used nail polish remover and still can’t get it off. It’ll be long sleeves and hair down for me for a while now or it looks like I’ve been beaten.Colour is just ok. Definitely nothing special and definitely not worth the above. Worst I’ve ever used overall.
| Warnings | |
| Important Information | AN ALLERGY ALERT TEST MUST BE DONE 48 HOURS BEFORE EACH USE OF THIS PRODUCT |
| Ingredients | |
| Ingredients | 1206361, Colourant Gel: Aqua /Water , Trideceth-2 Carboxamidemea , Propylene Glycol , Hexylene Glycol , Peg-2 Oleamine , Polyglyceryl-4 Oleyl Ether , Oleyl Alcohol , Alcohol Denat. , Ammoniumhydroxide , Polyglyceryl-2 Oleyl Ether , Oleic Acid , Sodium Di Please be aware that ingredient lists for the products of our brand are updated regularly. Please refer to the ingredient list on your product package for the most up to date list of ingredients to ensure it is suitable to your personal use. |
